The Effect of Image Color Saturation and Framing on Prosocial Behavior

Low saturation signals deprivation and weakness, whereas high saturation signals rigor and power. Accordingly, we find that when prosocial messages are hope-framed, higher image color saturation elicits greater intentions for prosocial behavior. However, prosocial messages framed as need elicit higher prosocial behavior intentions when they use low color saturation.


Yiping Li (2021) ,"The Effect of Image Color Saturation and Framing on Prosocial Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 930-930.


Yiping Li, University of Massachusetts Lowell


NA - Advances in Consumer Research Volume 49 | 2021

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